In a competitive labour market, HR professionals vie with each other to attract the best talent. With many organizations falling back on generic-looking job ads, a little attention to detail can make your job ad a stand-out success. Principles that support this aim include salary transparency, skills-based hiring practices, and an irresistible employee value proposition. 

The best people for your vacancy may not match stereotypes, so crafting your ad to reflect the inclusivity your organization supports will attract talent across demographics. Beyond the wording of your ad, it will be important to address an issue that many candidates struggle with these days: the security of their personal information. 

This article will unpack the latest trends in talent attraction through job ads, offering you an opportunity to access a talent pool that includes a broad spectrum of best-fit applicants.

Why salary transparency is a game-changer

People who frequent job ad platforms often encounter job ads requiring multi-skilled “unicorn” employees – with no salary range specified. All too often, applicants find that recruiters are not only seeking a highly skilled individual but one who is willing to accept below-par remuneration. 

Needless to say, this makes job seekers reluctant to spend time applying for a post only to find that the advertiser offers unrealistically low pay. Salary transparency, indicating a salary range your company is willing to pay, builds trust and helps applicants see that you are offering a bona fide opportunity. 

Besides this, salary transparency implies your commitment to fair practices. It sends a message about equity and your commitment to eliminating the gender pay gap. It may be a legal requirement, too. In some jurisdictions, you must state remuneration ranges in job advertising or risk falling afoul of the law.

A strong Employee Value Proposition (EVP) speaks volumes

The best candidates want to know that they will love working for your company. Things employees value include a positive workplace culture, work-life balance, flexibility, and opportunities for personal and career advancement. 

Show that you are willing to see people as individuals with personal needs and career ambitions. You are not just looking for another cog in the machine – instead, you recognize the desire for advancement while prioritizing outcomes over rigid workplace requirements. 

Attractive EVP recruitment elements include:

• A focus on employee benefits, rewards, and experiences
• Statements showing a commitment to career development
• Recognition of people’s need to balance work and personal life
• Flexible timekeeping and hybrid or work-from-home options
• A company mission and culture that job seekers will want to be part of

In short, your EVP attracts candidates by showing that what you are advertising is much more than “just another job.” It’s an opportunity to work for a company where staff members will be valued and where they will experience a sense of purpose and personal growth.

Transform your job ads with inclusive language

By now, we all know that we cannot use gendered pronouns in job ads. For example, although you may think that a mechanic will be male, you should not refer to your preferred candidate as “he.” There are female mechanics, and you should not imply that you will discriminate against them. 

However, gender-neutral job descriptions go beyond pronoun use. Certain words may imply gender preferences or appeal to candidates based on gender-related characteristics. For example, “aggressive” may be associated with males, while “supportive” has feminine overtones.

The psychology behind word choices is very subtle. You may not realize that you are using gender specific language over gender neutral wording. To solve this problem, we recommend using an advanced yet user-friendly app that helps you eliminate this form of unconscious bias from your job ads.

Remember: your ideal personal assistant may be male, while your skilled financial manager may be female. Keep your language neutral to attract the best people regardless of their gender.

Ditch the jargon and write clear job ads

“We are seeking a dynamic, results-driven individual to synergize with cross-functional teams and leverage innovative paradigms to optimize scalable solutions in a fast-paced, high-impact environment.”

Does this sound like you? Probably not! Keep the language you use in your job ad simple and human. This overly complex example is likely just looking for “an energetic person who loves problem-solving, thinks creatively, and enjoys working with people from all walks of life.”  This simpler, jargon-free version is much more accessible and engaging.

Of course, there are fields in which “jargon” describes skills you need your applicants to have. For example, a software developer may need proficiency in specific programming languages. This is a valid requirement to address in your job ad, but avoid any complicated verbiage that does not serve a specific purpose. Simply put, don’t throw in requirements that are not important, and be clear about the skills and qualities you are searching for. 

Why skills-based hiring matters more than qualifications

With the fast pace of technology-driven change continuing to gain momentum, today’s degree may be outdated tomorrow. While there are some fields in which qualifications are crucial, others require specific skills combined with practicality and adaptability over academic achievement. 

Even in more static professions, there are people who have become highly skilled through alternative routes. They may not have degrees, but they are qualified by experience. These people may be among your most valuable candidates. A fresh graduate may not yet know how to translate theory into practice. A person without a degree may have better functional skills. 

As a result, many recruiters are implementing skills-based hiring. Specific skills are highlighted over qualifications. To confirm aptitude, recruiters may include skills testing in the recruitment process or set scenario-based interview questions to see how candidates would react to specific challenges.

Returning to your job ad, it is best practice to avoid specifying qualifications unless they are absolutely necessary for role performance. By avoiding this pitfall, you will attract a wider pool of relevant applicants. Seeing how people use skills in practice allows you to assess their abilities far more effectively than you would if you focused on qualifications alone.

Show that you will elevate the candidate experience with feedback

If you are able to provide feedback to applicants, be sure to mention this in your job ad. A shocking 75 percent of candidates never receive feedback after applying for a role. These are people who have filled in forms, submitted résumés, crafted covering letters, and even completed initial skills tests. It’s hardly surprising that many candidates who may be open to a new role simply do not apply. 

“Ghosting” people who have applied for posts is one of the top complaints from job seekers today. By committing to feedback during the recruitment process, you may attract applications from candidates who might have otherwise hesitated to apply. This group could include the ideal match for the job you’re advertising. 

Don’t be daunted by the task your commitment implies. Although you may receive hundreds of applications, it’s not difficult to provide some form of feedback to all applicants. Recruitment automation tools with candidate experience management features can handle generic responses to candidates who have been eliminated early in the process. 

Some advertisers add a note that while all applicants will hear from them, only shortlisted applicants will receive personalized feedback. Most applicants will understand that this is a practical approach and will see any promise of a response as an improvement over the norm.

Provide an option to apply on your company’s website

Not all job ads are above board. Fraudsters may use job advertising scams and fake recruitment processes to extract personal information from candidates. They may even copy your carefully crafted job ad and post it as “bait” on platforms you are not already using. Most job seekers these days are aware of the dangers of job offer scams, so your job board posts will come under scrutiny. 

You can build trust and confirm the legitimacy of your talent search by posting a similar ad on your company’s website. This also allows you to include extra information about your company and what it’s like to work there. Employee testimonials are an example of bonus information that job seekers will welcome. 

Inviting job applications on your website does not make advertising redundant. You still need to get the word out. Use your job board posts to attract attention and gain applicants. If that drives some job seekers to your website’s “work with us” page, encourage them to apply there.

Get the exposure your talent search deserves

Given the time and effort you spend crafting a winning job ad, best practice includes getting it the exposure you need to reach the skilled applicants you’re searching for. Do not limit yourself to just one or two channels. The wider you spread your net, the more fruitful the harvest. 

Developing, managing, and adjusting an ad campaign so that you achieve the best results possible can be extremely time-consuming. Broadbean’s job distribution platform changes that. Access over 7,000 job boards across 100 countries. See analytics pointing to boards that attract high-quality candidates. Set parameters for things that matter, including your budget, and manage your campaign from a single platform.

That’s not the only way we can save you time. Your applicant tracking system (ATS) integrates seamlessly with Broadbean’s job distribution platform, helping you to manage the recruitment process with ease. Request a demo today and find out how we can help you streamline your talent search while saving time and costs.